Research On HS Company Juice Marketing Strategy

In the past 40 years of reform and opening up,China's economic development has achieved world-renowned achievements.In line with this,the beverage industry,as an emerging industry,has gradually diversified,scaled and rationalized its production and management from simplification,miniaturization and disorder.The transformation of production and operation methods has become a new growth pole in China's fast-moving consumer goods industry.At present,China's fruit juice drinks are in a period of rapid development.The number of enterprises on the regulations is increasing,the types of products are increasingly rich,the sales volume is growing rapidly,and the juice and beverage industry maintains a good momentum of development.However,judging from the actual per capita consumption,the per capita consumption of fruit and vegetable drinks in China is only 3 kilograms per year.Compared with the developed countries in the world,there is a big gap.The per capita consumption of fruit and vegetable juice per capita is only one-twentieth of the US population.Focusing on the specific market of compound Lactobacillus juice,this paper analyses the environment of Chinese juice market and Shaanxi juice market,and takes HS juice company as an example to study and plan its current development status and brand marketing strategy.The research contents mainly include the development prospects and influencing factors of compound Lactobacillus juice market from macro and micro perspectives.The position of HS complex lactobacillus juice in the industry was analyzed by analyzing the macro factors including politics,economy,technology and society.Secondly,the internal strengths and weaknesses of enterprises are analyzed,the company resources and core competitiveness of HS juice are sorted out,and combined with SWOT tools,the enterprise development portfolio strategy is put forward.On this basis,based on 4Ps marketing strategy theory,the brand marketing strategy of HS juice company is formulated from four aspects: product positioning strategy,pricing strategy,distribution strategy and promotion strategy.